CONFIDENTIAL – DO NOT DISTRIBUTE 1
Webinar:
The 20 Minute PPC Work Week
Tim Warner and Chad Larson
September 12th 2013
Today’s Agenda
2
• Shocking yet common problems we see in PPC accounts
• 5 guidelines for achieving success in Google AdWo...
Take Part In Live Blogging!
Include the hashtag #20minppc
3
Bonus Offer for Attendees
4
We will have a random drawing after the
webinar for the chance to win a signed copy
of Perry M...
Meet The Experts!
5
Tim Warner and Chad Larson
– Search Strategy Team Managers
– 10+ Years experience Helping SMB’s naviga...
Who Is WordStream!?
6
• Search Marketing software company founded in 2007
located in Boston, MA
• #184 fastest growing pri...
Let’s learn a little about you….
CONFIDENTIAL – DO NOT DISTRIBUTE 7
Poll Question 1: How much time do you spend
doing PPC work every week?
8
a) I'm supposed to do work in my PPC account ever...
Poll Question 2: What's your biggest Time Sink in
PPC Management?
9
a) PPC Bid Management
b) Reporting & Analysis
c) Ad Te...
PPC Trivia!
5 Quick Questions about AdWords Accounts
1. How often do small businesses (spending
under $5k / month on AdWor...
PPC Trivia! (Continued)
2. What percentage of AdWords
accounts have used at least 1
negative keyword in the last 90 days?
...
• Baseline your performance
• A free, instant PPC audit in
under a minute!
• Grades your AdWords
account performance based...
13
14
15
Sign in securely through Google
16
Accept WordStream one time
read only access. Note: This
connection is securely through Google.
17
18
1. Wasted Spend
2. Quality Score
3. Impression Share
4. Click Through Rate
5. Account Activity
6. Long-Tail Keyword
Opt...
CONFIDENTIAL – DO NOT DISTRIBUTE 19
50% of accts have
not been optimized in
30 days and 25% in
the last 3 months!
1 in 4 a...
CONFIDENTIAL – DO NOT DISTRIBUTE 20
The Average AdWords Account for
Small & Medium Businesses.
21
At WordStream, we’ve …
 Analyzed thousands of accounts.
 Talked to thousands of different users
 Shared findings wit...
22
But the right tools,
techniques and education can
make it a LOT EASIER.
1. PPC is Hard…
23
A little work every week on your
AdWords campaigns can deliver
big dividends.
2. You get what you put in…
24
Pause, fix or kill irrelevant,
underperforming keywords to
maximize ROI.
3. Keep your PPC house clean
25
Knowing what you want
defines and simplifies your
workflow.
4. You gotta have goals
26
Give the searcher a direct link
to what they are looking for
5. Succeeding in PPC is all about
relevance
CONFIDENTIAL – DO NOT DISTRIBUTE 27
How Quality Score is Calculated
Introducing the 20 Minute PPC Work Week!
28
Path To Success – The 20 Minute PPC Work Week
CONFIDENTIAL – DO NOT DISTRIBUTE 29
Automated and
Actionable Alerts
Hours of Analysis
done for you
20 minute workflow
Path To Success – The 20 Minute PPC Work Week
CONFIDENTIAL – DO NOT DISTRIBUTE 31
PPC Reporting
CONFIDENTIAL – DO NOT DISTRIBUTE 32
Landing Page Creation & Lead Tracking
CONFIDENTIAL – DO NOT DISTRIBUTE 33
Summary: How to Make the Most of PPC Advisor
• Most Advertisers AdWords accounts are a
disaster
• Review the 5 Habits of S...
Your Questions
35
Thank you for attending WordStream’s webinar!
Benchmark your account today!
http://www.wordstream.com/go...
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Webinar: The 20-Minute PPC Work Week - 9/12/13

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For more information visit www.wordstream.com

Want to make a big impact, in not a lot of time? Believe it or not, you can significantly improve your AdWords results in just 20 minutes per week — we'll show you how!

In this webinar, WordStream's Search Strategy Team Managers Tim Warner and Sam Boyd will show you:

- 5 guidelines for achieving success in Google AdWords
- How to make an impact on your PPC campaigns in less than half an hour per week!
- Some common problems we see in PPC accounts -- you'll be shocked!

After watching this webinar, you'll understand how to develop a consistent, effective plan of action for PPC.

Published in: Technology, Design
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Webinar: The 20-Minute PPC Work Week - 9/12/13

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 Webinar: The 20 Minute PPC Work Week Tim Warner and Chad Larson September 12th 2013
  2. 2. Today’s Agenda 2 • Shocking yet common problems we see in PPC accounts • 5 guidelines for achieving success in Google AdWords • Introducing the 20-Minute PPC Work Week • How to make the most of WordStream’s PPC Advisor and the 20-Minute PPC Work Week
  3. 3. Take Part In Live Blogging! Include the hashtag #20minppc 3
  4. 4. Bonus Offer for Attendees 4 We will have a random drawing after the webinar for the chance to win a signed copy of Perry Marshall’s new book, “80/20 Sales & Marketing: The Definitive Guide to Working Less & Making More” “Perry Marshall is the #1 author and world’s most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in AdWords stupidity tax.” - Entrepreneur Magazine
  5. 5. Meet The Experts! 5 Tim Warner and Chad Larson – Search Strategy Team Managers – 10+ Years experience Helping SMB’s navigate the search marketing landscape – WordStream Certified – AdWords Certified – Boston Sports Fans
  6. 6. Who Is WordStream!? 6 • Search Marketing software company founded in 2007 located in Boston, MA • #184 fastest growing private company in the US • Winner of best Customer Engagement Driver Award from MITX in 2012 • Leading provider of PPC Advisor (PPC Management Platform) and the award winning free AdWords Performance Grader • WordStream’s PPC tools make campaigns more organized and profitable
  7. 7. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 7
  8. 8. Poll Question 1: How much time do you spend doing PPC work every week? 8 a) I'm supposed to do work in my PPC account every week? b) < 1 hour / week c) 1-10 hours / week d) 10-39 hours / week e) +40 Hours / week - it's my full time job!
  9. 9. Poll Question 2: What's your biggest Time Sink in PPC Management? 9 a) PPC Bid Management b) Reporting & Analysis c) Ad Text Authoring d) Keyword Research / Negative Keyword Research e) Landing Page Optimization
  10. 10. PPC Trivia! 5 Quick Questions about AdWords Accounts 1. How often do small businesses (spending under $5k / month on AdWords) do work in their AdWords account? CONFIDENTIAL – DO NOT DISTRIBUTE 10 Answer: • 50% of them don’t even check once per month • 25% haven’t done anything in the last 90 days • Agencies & advertisers score the same
  11. 11. PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days? CONFIDENTIAL – DO NOT DISTRIBUTE 11 Answer: • Less than 50% • And 20% of them have yet use a negative keyword… ever…
  12. 12. • Baseline your performance • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) 12 Grade Yourself! http://www.wordstream.com/google-adwords www.wordstream.com/google-adwords
  13. 13. 13
  14. 14. 14
  15. 15. 15 Sign in securely through Google
  16. 16. 16 Accept WordStream one time read only access. Note: This connection is securely through Google.
  17. 17. 17
  18. 18. 18 1. Wasted Spend 2. Quality Score 3. Impression Share 4. Click Through Rate 5. Account Activity 6. Long-Tail Keyword Optimization 7. Text Ad Optimization 8. Mobile 9. Landing Page Optimization Your free report contains actionable insight on 9 key paid search areas including…
  19. 19. CONFIDENTIAL – DO NOT DISTRIBUTE 19 50% of accts have not been optimized in 30 days and 25% in the last 3 months! 1 in 4 accounts have zero negative keywords. Low Quality Scores wreak havoc on campaign performance
  20. 20. CONFIDENTIAL – DO NOT DISTRIBUTE 20 The Average AdWords Account for Small & Medium Businesses.
  21. 21. 21 At WordStream, we’ve …  Analyzed thousands of accounts.  Talked to thousands of different users  Shared findings with our partners @ Google We summarized the findings into just 5 things you need to know! 5 Things that we know to be true about achieving AdWords Success
  22. 22. 22 But the right tools, techniques and education can make it a LOT EASIER. 1. PPC is Hard…
  23. 23. 23 A little work every week on your AdWords campaigns can deliver big dividends. 2. You get what you put in…
  24. 24. 24 Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 3. Keep your PPC house clean
  25. 25. 25 Knowing what you want defines and simplifies your workflow. 4. You gotta have goals
  26. 26. 26 Give the searcher a direct link to what they are looking for 5. Succeeding in PPC is all about relevance
  27. 27. CONFIDENTIAL – DO NOT DISTRIBUTE 27 How Quality Score is Calculated
  28. 28. Introducing the 20 Minute PPC Work Week! 28
  29. 29. Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 29
  30. 30. Automated and Actionable Alerts Hours of Analysis done for you 20 minute workflow
  31. 31. Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 31
  32. 32. PPC Reporting CONFIDENTIAL – DO NOT DISTRIBUTE 32
  33. 33. Landing Page Creation & Lead Tracking CONFIDENTIAL – DO NOT DISTRIBUTE 33
  34. 34. Summary: How to Make the Most of PPC Advisor • Most Advertisers AdWords accounts are a disaster • Review the 5 Habits of Successful PPC Marketers • Importance of Quality Score • Think of PPC campaign work as a recurring weekly task. • WordStream PPC Advisor enables the 20 minute PPC Work Week, an impactful PPC workflow for managing AdWords accounts • NEW: PPC Reporting, Landing Page Creation, and Lead Tracking. 34
  35. 35. Your Questions 35 Thank you for attending WordStream’s webinar! Benchmark your account today! http://www.wordstream.com/google-adwords Don’t forget to sign up for our Free Trial: http://www.wordstream.com/ppc-free-trial Or contact us directly: Chad Larson clarson@wordstream.com Tim Warner twarner@wordstream.com
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